Cheez-It Launches Cheez-Fitz Streetwear With Brittany Hampton and Rickea Jackson

When fashion hits the court, Cheez-It brings the fit(s). As the 'Tunnel Fits' phenomenon continues to rise, searches have more than doubled in the last six months. Cheez-It is putting its unique stamp on game day style with this season’s most craveable partnership: Cheez-Fitz in collaboration with celebrity stylist Brittany Hampton and rising basketball star Rickea Jackson, blending snack culture with bold game day style..

Introducing Cheez-Fitz: Snack Meets Streetwear

Cheez-Fitz is a one-of-a-kind tunnel walk outfit crafted by celebrity stylist and fashion designer Brittany Hampton. This exclusive look debuted on the rising basketball star Rickea Jackson, who is setting trends both on and off the court. Known for styling sports icons, Brittany Hampton teamed up with Cheez-It to design a custom look that brings serious flavor to tunnel fashion, literally giving obsessed fans the chance to wear their love for Cheez-It to the game.

"Designing the Cheez-Fitz collection was all about combining fun and flavor into each piece," said Hampton. "I wanted every detail of this design to not only pay homage to my signature streetwear design style but reflect the iconic status of Cheez-It. From the colors to the scalloped edges and, of course, a place to stash your favorite cheesy snack, the result is a look that is both authentic and exudes confidence."

The Cheez-Fitz Collection: Every Detail Packs a Punch

This gender-neutral collection is made up of a windbreaker and pants set, updating the iconic pre- and post-game tunnel fit with delicious detail:

• Cheez-It-inspired cracker detailing

• Bold Cheez-It red throughout the set

• Scalloped edges reminiscent of their signature cracker

• A protective, crunch-proof snack pocket for your Cheez-It crackers

Rickea Jackson: On Fandom, Fashion, and Game Day Snacks

"I loved collaborating with Cheez-It and Brittany Hampton on a design that captured the blend of sport, style and my favorite snack. There's no better way to get hyped before a game than by having Cheez-It crackers within arm's reach," said Jackson. "Expressing my personal style is important to me, whether it's in the tunnel, in the stands, or on the road. I'm obsessed with the look and can't wait to see how fans rock these Cheez-Fitz pieces in their own unique way."

How Fans Can Shop the Cheez-Fitz Drop

Ready to rep your love for Cheez-It? There are two exclusive chances to snag your piece of this snack-inspired apparel:

• First drop: Thursday, July 17 at 12:00 PM ET

• Second drop: Thursday, July 24 at 12:00 PM ET

• Visit cheezit.com/cheez-fitz on drop day, they’ll go fast!

Cheez-It on the Inspiration Behind Cheez-Fitz

"Cheez-Fitz gives our obsessed fans the opportunity to showcase their love for Cheez-It crackers to the court, literally," said Cara Tragseiler, Senior Brand Director for Cheez-It. "By combining Brittany Hampton's visionary designs with inspiration from the irresistible taste of Cheez-It crackers, we've created more than just apparel , it's a fearless expression of fandom and style."

Stay Connected with Cheez-It

For more craveable updates and to see how Cheez-It is showing up for basketball fans all season long, follow @CheezIt on TikTok, Instagram, and Facebook.